Kodak in Russia

Case Discussion:
1. How did the Russian market differ from markets in developed Western
nations? How were these differences likely to impact upon demand for
photographic products?
 Russia was in the process of transitioning from a communist to a
democratic state.
 The photography consumer market was underdeveloped.
 Many consumers were unable to afford premium cameras and
complementary products.

2. How did Kodak adjust its marketing mix in Russia to match local
requirements? Do you think this was the right thing to do?
Kodak's product strategy has been to sell low-end products for $20, which
would be possible if they were manufactured in Russia.
Insist that Russian businesses give their valued employees a Kodak
camera instead of Vodka.
Create a distribution channel in Russia by franchising.

3. Kodak’s traditional film business is now under attack from digital

photography (in which Kodak is also a leader). Should Kodak adjust its
marketing mix for digital products to the Russian market? Why?
 Yes, they should modify their marketing mix.
 Company should also adjust its distribution channel that it is better
equipped with digital products.